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Author: Katie King
Publisher: Kogan Page Publishers
ISBN: 1398602019
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Marketing and sales prioritize AI and machine learning more than any other business department, yet often struggle with how to scale and strategize the opportunities they present. AI Strategy for Sales and Marketing presents a framework for understanding how AI can boost customer-centricity and sales by creating a connected strategy that delivers value today and into the future. Supported by practical tips and advice throughout, it covers topics including personalization, upskilling, customer experience for both on and offline shopping channels and the importance of using AI responsibly to create consumer trust. Featuring original research and interviews with leading practitioners, it also contains global case studies from organizations in a range of sectors, including Samsung, PwC, Rolls Royce, Deloitte and Hilton, with insights into the various stages of their adoption journeys. Written by a recognized industry expert, it is an invaluable resource for those wanting to benefit from using AI strategically in marketing, sales and CX.
Author: Katie King
Publisher: Kogan Page Publishers
ISBN: 1398602019
Category : Business & Economics
Languages : en
Pages : 289
Get Book
Book Description
Marketing and sales prioritize AI and machine learning more than any other business department, yet often struggle with how to scale and strategize the opportunities they present. AI Strategy for Sales and Marketing presents a framework for understanding how AI can boost customer-centricity and sales by creating a connected strategy that delivers value today and into the future. Supported by practical tips and advice throughout, it covers topics including personalization, upskilling, customer experience for both on and offline shopping channels and the importance of using AI responsibly to create consumer trust. Featuring original research and interviews with leading practitioners, it also contains global case studies from organizations in a range of sectors, including Samsung, PwC, Rolls Royce, Deloitte and Hilton, with insights into the various stages of their adoption journeys. Written by a recognized industry expert, it is an invaluable resource for those wanting to benefit from using AI strategically in marketing, sales and CX.
Author: Katie King
Publisher: Kogan Page Publishers
ISBN: 0749483407
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Artificial intelligence (AI) is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. This book is the ultimate guide to embracing the opportunity that AI can bring for your marketing. With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring. Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.
Author: Peter Gentsch
Publisher: Springer
ISBN: 3319899570
Category : Business & Economics
Languages : en
Pages : 271
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Book Description
AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors.
Author: Raj Venkatesan
Publisher: Stanford University Press
ISBN: 1503628043
Category : Business & Economics
Languages : en
Pages : 295
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Book Description
This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.
Author: Jim Sterne
Publisher: John Wiley & Sons
ISBN: 1119406331
Category : Business & Economics
Languages : en
Pages : 373
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Book Description
A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way. Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you: Speak intelligently about Artificial Intelligence and its advantages in marketing Understand how marketers without a Data Science degree can make use of machine learning technology Collaborate with data scientists as a subject matter expert to help develop focused-use applications Help your company gain a competitive advantage by leveraging leading-edge technology in marketing Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.
Author: Shashi Upadhyay
Publisher: John Wiley & Sons
ISBN: 1119372070
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
Turn data into revenue in the B2B marketing sphere The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in the predictive marketing sphere, this book explains how strategies typically used on the consumer end can be tailored to drive revenue in B2B sales. Industry experts offer advice and best practices, using real-world examples to illustrate the power of analytics and on-the-ground implementation of predictive ABM initiatives. Covering the complete spectrum from "why?" to "how?", this book provides an invaluable resource for B2B marketers seeking a step forward in the rapidly-evolving marketplace. Business-to-business sales makes up roughly 45 percent of the economy, and the power of predictive marketing has been proven time and again in the consumer sphere. This guide is the only resource to merge these two critical forces and provide clear guidance for the B2B space. Supercharge your demand waterfall Align marketing and sales Learn best practices from industry experts Grow revenue with account-based marketing Predictive marketing reveals the small clues that speak to big trends. While B2B diverges from consumer marketing in a number of ways, the central demand for value remains; analytics helps you stay ahead of the curve, streamline the marketing to sales funnel, and increase ROI. Strengthen the relationships you already have, attract new accounts, and prioritize accurately to turn contacts into leads, and leads into customers. Your data can be your biggest marketing asset, and The Revenue Acceleration Rules shows you how to leverage it into revenue.
Author: Niladri Syam
Publisher: Emerald Group Publishing
ISBN: 1800438826
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Machine Learning and Artificial Intelligence in Marketing and Sales explores the ideas, and the statistical and mathematical concepts, behind Artificial Intelligence (AI) and machine learning models, as applied to marketing and sales, without getting lost in the details of mathematical derivations and computer programming.
Author: Greg Grdodian
Publisher:
ISBN: 9780692602287
Category :
Languages : en
Pages : 266
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Book Description
Not long ago, the entire process of marketing was a human endeavor-driven by countless cases of trial and error as we learned from our human mistakes. The idea of sales automation, of artificial intelligence streamlining the marketing process, seemed like the stuff of science fiction or a far-off dream. But now the digital age is here, and with it, new technologies have paved the way for marketing opportunities we never thought possible. In Marketing AI(tm), innovative marketing executives Stevan Roberts and Greg Grdodian, both of Reach Marketing LLC, bring their decades of experience to the forefront to illustrate what artificial intelligence and automated marketing can do for your business. From gaining a thorough understanding of your customers to using an integrated lead life cycle program to effectively engaging with your audience for sustained revenue growth, this valuable guide showcases how the latest technology will coordinate every aspect of the marketing process-in ways that no conventional strategy can provide. In an era when creativity and simple data collection may not be enough to drive your business forward, Marketing AI delves into the true art and science of personalized multichannel marketing-including how these new technologies are increasing sales, promoting customer satisfaction, and helping companies stand out from the pack.
Author: Marco Iansiti
Publisher: Harvard Business Press
ISBN: 1633697630
Category : Business & Economics
Languages : en
Pages : 175
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Book Description
"a provocative new book" — The New York Times AI-centric organizations exhibit a new operating architecture, redefining how they create, capture, share, and deliver value. Now with a new preface that explores how the coronavirus crisis compelled organizations such as Massachusetts General Hospital, Verizon, and IKEA to transform themselves with remarkable speed, Marco Iansiti and Karim R. Lakhani show how reinventing the firm around data, analytics, and AI removes traditional constraints on scale, scope, and learning that have restricted business growth for hundreds of years. From Airbnb to Ant Financial, Microsoft to Amazon, research shows how AI-driven processes are vastly more scalable than traditional processes, allow massive scope increase, enabling companies to straddle industry boundaries, and create powerful opportunities for learning—to drive ever more accurate, complex, and sophisticated predictions. When traditional operating constraints are removed, strategy becomes a whole new game, one whose rules and likely outcomes this book will make clear. Iansiti and Lakhani: Present a framework for rethinking business and operating models Explain how "collisions" between AI-driven/digital and traditional/analog firms are reshaping competition, altering the structure of our economy, and forcing traditional companies to rearchitect their operating models Explain the opportunities and risks created by digital firms Describe the new challenges and responsibilities for the leaders of both digital and traditional firms Packed with examples—including many from the most powerful and innovative global, AI-driven competitors—and based on research in hundreds of firms across many sectors, this is your essential guide for rethinking how your firm competes and operates in the era of AI.
Author: A. K. Pradeep
Publisher: John Wiley & Sons
ISBN: 1119484065
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)—twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here—whether we use them or not. This book helps you lean into the curve and take advantage of AI’s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the “what” to show you the “how”: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Understand AI and ML technology in layman’s terms Harness the twin technologies unparalleled power to transform marketing Learn which skills and resources you need to use AI and ML effectively Employ AI and ML in ways that resonate meaningfully with customers Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.
